NOIN beauty

NOIN beauty is a pioneering full-self cosmetic select shop located in Niigata, Japan, which opened in January 2024. As an extension of Noin Inc., a company founded in 2016, NOIN beauty offers customers a unique, unassisted shopping experience to freely explore and test over 1,500 cosmetic products from 36 diverse brands. The parent company, Noin Inc., also operates a significant e-commerce platform and develops its own popular beauty brands, including sopo and ABUR. Praised for its innovative retail concept and extensive product selection, NOIN beauty aims to make discovering and purchasing desired cosmetics an effortless experience for consumers.